Hot hair can be for those who are grey or white
Keeping my hair in tip top condition has always been a labour of love for me. Finding just the right product to keep fly-aways at bay and my hair smooth yet bouncy is very tricky.
It's long, straight – most of the time – and my natural colour, so really it isn't that high maintenance.
However, if even I struggle to find products that work I can't imagine how women with coloured hair for example cope.
Products that promise to keep your deep brunettes, firey reds and golden blondes fresh and long- lasting line the shelves in the shops, and for those with white, silver or grey hair it's even tougher.
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That's something which needs to change, as research has shown that we're going grey younger than ever. And with 50 per cent of women from Lincolnshire now over 45, it seems as though grey is becoming the new black – so to speak.
Fear not though as a new hair care range as been launched which has been designed for women with white, silver and grey hair.
The brainchild of Jayne Mayled, a woman with a long history working in the beauty industry, White Hot Hair was born.
After colouring her hair for 35 years, Jayne, 56, decided to embrace her natural grey. The reaction from others was unexpected.
"I'm in my 50s, so it's perfectly natural that I've got grey hair. But everyone from close friends to business colleagues to complete strangers felt they could comment, and not all of it was positive."
Inspired by the need to change our perception of going grey, Jayne has developed products to celebrate and correctly care for women rocking grey.
"Just because I'm choosing grey hair, it doesn't mean I've changed as a person. I'm most definitely not waving the white flag of surrender," she says.
"It's simply a more positive approach to the irrefutable fact that we are all getting older and recognising that not everything we do to feel good has to be about looking younger."
The capsule range has six products designed to make grey and white hair look and feel gorgeous.
Brilliant shampoo, to use once or twice a week, when your grey or white hair needs a super-charged boost of brightness.
Glorious shampoo, a regular use, shine inducing shampoo for white and grey hair.
Luminous conditioner, for use after either of the shampoos for lustrous flex and shine.
Intense lustre mask, for vital deep conditioning once or twice a week revitalising hair.
Lifeshine oil, a multi-purpose oil to nourish, gloss and smooth.
Shooshing crème, gives white and grey hair a priceless injection of volume, texture, definition and oomph.
However, the products are just one key element of the White Hot brand, the other is the conversation. Jayne explains: "Just as important to me is the desire to spark debate and conversation about the acceptance of grey and white hair in women."
White Hot is available from whitehothair.co.uk and Boots.com Join the debate on Facebook/White Hot Hair or Twitter @whitehothair